Technology
Google is trialling its first alternative to tracking cookies – TechRadar
Google wants to balance user privacy with the need to support advertising business models
Google has begun to test a new alternative to third-party cookies, which it hopes will provide users with a greater level of privacy without destroying the underlying economics of the web.
Federated Learning of Cohorts (FLoC) is a new web technology housed within Googles Privacy Sandbox project, which was launched in 2019 with the intention of tackling issues surrounding online privacy.
According to Google, FLoC provides a way for advertisers to create bespoke campaigns, but without compromising…
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